Issue Sugar is addictive. It’s infected almost every household food product but lacks the nutrients our bodies need. It plays a detrimental role in the declining health of New Zealanders, despite the ubiquitous evidence supporting its removal from our diets. It’s cheap, so we consume three times as much as we should, eating 100 grams of it in various forms every day. 65% of New Zealanders are obese or overweight and there’s an appetite for change, but for most, even the smallest change to their diets can be overwhelming. With support, clear steps and a positive environment people who make the change are physically and emotionally healthier. Their relationship with food is transformed. Cheap sugar thrills are replaced with nutrients that sustains and fulfills them for whatever they want to achieve in the day. This lifestyle is enticing, but people need help to start.
POV statement A New Zealand young adult who is aware of the importance of health and fitness. They know sugar and diet have a huge impact on their health and wellbeing, but don’t action this. They want an achievable way to adjust their diet but feel overwhelmed about lessening their sugar intake. Failure is scary. They would be attracted to a simple, supportive environment where over a period they’re guided in making small improvements to their diet.
Desired action Using metaphor and fun imagery we hope to raise awareness to youth about the health problems their excess sugar intake can cause them. Through joining our 21 day program we hope to make a real impact on their, and people close to them’s lives as they learn and change their habits. Even the smallest reduction of sugar and increase in physical activity can have a great effect on people’s health.
Target audience 65% of New Zealanders are overweight or obese. The recurring causes of obesity are often very similar: a lack of physical activity, poor diet and unhelpful routines.We’re targeting young adults who themselves are aware of these problems and may already be slightly health conscious. Through previous failures or being overwhelmed with where to start, they haven't been able to adjust their diet. Chances are their friends and family are heading in a similar direction. But with support from these people a lifestyle change could be made.
Client The Ministry of Health NZ is looking for an innovative bespoke campaign to appeal to Young Adults in an attempt to increase the nutritional health of New Zealand youth. While the Ministry of Health currently provides nutritional information through food and nutrition guidelines, it’s presented in a manner that disinterests youth. Conditions caused by obesity rank highly on the NZ major causes of death list so drastic measures need to be taken to improve the nation’s health. Sugar consumption is highest in young adults, so the Ministry must find an avenue through which they can appeal to them. The campaign needs to use the virality of social media but also be promoted through standard mass media.
Big Idea The addictive, controlling and detrimental relationship many youth have with sugar is similar to one they might have with a bad partner. Harnessing this light-hearted metaphor, we encourage people to ‘break up’ their relationship with sugar. Guided by our simple, gamified 21 day interactive app they are supported and informed as they take the journey adjusting their diets.
Journey Map XX
Design collateral (mockup up, explained annotated) XX
Wellbeing response
Connect At it’s core, the ‘My Sugar Breakup’ app connects people on their journey to better health. Through our ‘activity’ view users can share supportive messages and photos with others in their team. Additionally if they’re ‘going solo’, wider social media sharing is available through Twitter, Facebook and Instagram. We use these connections to evoke a sense of friendly competition harnessing push notifications which are triggered as others complete tasks.
Take notice Along the 21 day journey, a lot of the tasks we ask users to complete involve going ‘back to basics’ for their foods. Rediscovering healthy snacks and hopefully allowing them to take notice of the great foods available that don’t rely on the sugar taste.
Be Active Each week, through our curated tasks, we introduce more physical activity into the lives of the user. Starting with 15 minutes a day, building to 45 minutes. Although this may seem small, studies have shown that just through the reduction of sugar, people find more energy in life, and we’d expect that without the highs and lows of sugar fuelled energy people will be more active and energetic throughout their day.
Give Upon completion of their 21 day journey, we ask users to share the program with others they think might be interested in exploring reducing their sugar intake. More importantly, a much less passive ‘invitation’ also exists. By sending a direct invitation the user is joining the new person for their first week of the program. They can share tips, give feedback and even try to better their last attempt.
Keep learning The program hinges on the user learning about foods, lifestyle and health. More than a simple 5 part checklist, each week they’re given 5 aspects of their life to explore, learn about and improve. Detailed information and evidence sits behind each item which is displayed alongside the list.
References
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